An up-to-date look at what's new on Facebook - Suggested Videos

1. What’s'Happening'on'Facebook…''
Suggested(Videos'
'
What'It'Is(
The$number$of$videos$in$people’s$Facebook$feeds$has$grown$360%$over$the$past$year.$
This$has$led$Facebook$to$add$a$“Suggested$Videos”$feed$to$mobile$devices.$$
When$a$user$clicks$to$watch$a$News$Feed$video,$a$
“Suggested$Videos’$feed$of$similar$videos$will$appear$
below.$The$original$video$will$autoGplay$while$users$
conHnue$to$scroll$through$the$recommended$videos,$
some$of$which$may$be$video$ads.$The$goal$of$the$new$
feature$is$to$create$a$more$immersive$video$
experience$where$people$can$easily$watch$mulHple$
videos.$
$
What$Facebook$is$doing$differently$is$sharing$the$
revenue$from$these$ads$with$the$media$companies.$
While$currently$being$tested,$once$official,$45%$of$
the$revenue$will$go$to$Facebook$and$55%$to$the$
media$companies.$$
$
Publishers$currently$involved$in$the$test$include$The$
NBA,$Fox$Sports,$Funny$or$Die$and$Hearst.$$
$
Brand'Applica:on'$
The$brand$impact$of$this$new$feature$is$unclear,$as$
Facebook$is$currently$tesHng$“Suggested$Videos”$
with$publishers$–$not$brands$(yet).$Publishers,$however,$can$benefit$greatly$from$this$
feature,$as$it’s$the$first$Hme$that$Facebook$has$shared$video$revenue.$AddiHonally,$
this$will$be$a$new$outlet$for$video$content$to$be$shared$to$an$already$engaged$and$
interestGtargeted$audience.$The$video$feeds$are$expected$to$autoGplay,$increasing$the$
opportunity$for$publishers$to$have$their$message$heard.$$
$

2. Cost-Per-View((CPV)(Bidding('
'
What'It'Is(
CostGperGview$bidding$is$now$available$for$video$adverHsers$using$Facebook’s$Video$
Views$objecHve.$This$approach$is$best$used$for$brands$and$adverHsers$who$value$
video$views$as$their$ulHmate$campaign$objecHve.$CPV$buying$allows$adverHsers$to$
buy$10Gsecond$views$on$Facebook,$capping$the$average$cost$per$10$seconds$a$video$
ad$is$viewed.$$
$
In$adding$this$feature,$Facebook$is$aiming$to$give$adverHsers$control$over$how$they$
buy$based$on$results$that$are$important$to$them.$The$pla[orm$sHll$believes$their$
current$brand$buying$capabiliHes,$which$include$reach$and$frequency$buying$and$
aucHon$opHmized$for$video$views$(oCPM),$to$be$the$best$methods$of$buying$for$
opHmal$reach$and$driving$brand$impact.$$
Brand'Applica:on'$
If$running$a$video$ad$campaign$where$
price$certainty$is$a$priority,$CPV$buying$is$
an$opHon$the$brand$should$explore$and$
test$its$impact.$However,$it’s$typically$
recommended$that$most$campaigns$
focus$on$reach$and$frequency$and$oCPM$
bid$strategy,$as$these$provide$more$
valued$measurements.$$$